2013 State of Content Marketing Study: Interactive White Paper

We at CopyPress are proud to announce the release our 2013 State of Content Marketing Study and White Paper. The study is the result of a survey with 329 marketing decision makers as respondents. To access the full white paper with all of the survey data, interviews, and case studies, enter your email address in the field below. We hope you enjoy!

INTRODUCTION

At CopyPress, we felt it was important to enter this critical year for the Content Marketing channel with a fresh perspective on what marketers were looking at focusing on in 2013. We created a survey and unleashed it on a group of marketing professionals and received 329 responses from amazing people.

We tried to create a survey with a mix of questions that would give us insight into how general marketing decision makers, keepers of budget, would be approaching Content Marketing or even if they were this year. Some of the questions were very straightforward, such as the channels of focus in 2013, and some were more timely, such as questions around authorship.

The insight we got was incredible.

From marketing consultants to enterprise level marketers, we were able to see exactly how the industry plans on approaching content in 2013. Below is what we discovered.

WHO PARTICIPATED IN THIS SURVEY?

RESPONDERS CATEGORIZED BY

INDUSTRY

329 Marketing decision makers answered our call to take the 2013 State of Content survey. These decision makers came from a variety of companies, roles, and industries.

Internet

12.5%

Advertising/Public Relations

7.5%

Business Services

7.5%

Computer

7.1%

Health

7.1%

Retail Sales

6.8%

Education

5.4%

Communications/Electronics

5.1%

Food & Beverages

3.7%

Printing & Publishing

3.7%

Gas & Oil

2.7%

Finance

2.4%

Insurance

2.4%

Hotels, Motels & Tourism

2.0%

Banking

1.7%

Foundations, Philanthropists & Non-Profits

1.7%

Lawyers & Lobbyists

1.7%

Real Estate

1.7%

Accountants

1.4%

Aerospace, Defense Contractors

1.4%

Architectural Services

1.4%

Automotive

1.4%

Books, Magazines & Newspapers

1.4%

Chemical & Related Manufacturing

1.4%

Drug Manufacturers

1.4%

Professional Sports, Sports Arenas, Equipment & Services

1.0%

Air Transport

0.7%

Attorneys/Law Firms

0.7%

Broadcasters, Radio/TV

0.7%

Builders

0.7%

Civil Servants/Public Officials

0.7%

Colleges, Universities & Schools

0.7%

Doctors & Other Health Prof.

0.7%

Agriculture

0.3%

Alcoholic Beverages

0.3%

Alternative Energy Production & Services

0.3%

Casinos/Gambling

0.3%

Entertainment Industry

0.3%

Garbage Collection/Waste Management

0.3%

See what these marketing professionals had to say:

Ross Dunn

Stepforth Web Marketing, Inc.

Jessica Eng

Allegra Network

Jennie Salamoun

CSS Inc.

Rob Woods

Retail

Matt Hildebrant

Ayers Group

Jordan Kasteler

John Denny

Advance Digital

Venessa Penagos

1800-PetMeds

Michelle Mooney

NeoStrata

MARKETING CHANNEL FOCUS

The first thing we wanted to quantify once we knew "who" we were getting data from, was what they focused on in 2012, and where there focus was going to lie in 2013.

MONTHLY CONTENT SPENDING

Spending is a significant indicator of how seriously marketers take a channel. While they may simply say they are focusing on Content Marketing, insight into budgets lets us know whether this is just lip service or fact.

CONTENT

Our lines of questioning revolved around what Content Marketing decision makers felt yielded clearly higher ROI, which content they felt was difficult to source, and which content they felt was expensive.

REPORTED

TYPES OF CONTENT

THAT WORK FROM AN

ROI

PERSPECTIVE

62.2%

51.9%

45.6%

37.8%

36.0%

29.7%

27.9%

21.6%

17.0%

11.3%

CONTENT TYPES THOUGHT TO BE

DIFFICULT TO CREATE

BUT WANT TO USE MORE

49.8%

43.1%

32.0%

31.6%

16.7%

13.4%

12.6%

9.7%

5.6%

3.3%

CONTENT TYPES THAT ARE THOUGHT TO BE

OVER PRICED

50.4%

38.3%

27.7%

19.1%

11.7%

11.7%

11.3%

10.5%

9.8%

7.8%

See what these marketing professionals had to say:

Philip Birmingham

Medical Goods, Inc.

Mark Lovett

Trenton Systems

Michelle Mooney

NeoStrata

Molly Quinlin

Cargegi Library of Pittsburgh

Dan Thornton

Thewayoftheweb.net

AUTHORSHIP

If Content Marketing itself isn't the buzzword for 2013 then authorship will seemingly take that title. Everyone is talking about authorship at marketing conferences and most of the conversation seems to revolve around Google. We wanted to get a better idea of just how marketers perceived this new shiny object.